Episode 11: The Craft of Connection: How the Field Team Powers XM

In this episode of Spark Sessions, Summer DuBois sits down with Ashley Tschiggfrie and Stephanie Rakos to explore what it really takes to lead experiential marketing in the spirits industry. From recruiting and training brand ambassadors to managing activations across diverse markets, they break down the systems, people, and precision that make XM work in the field.The conversation digs into the human side of event marketing—how connection drives conversion, why training matters as much as creativity, and how AI is reshaping operations without replacing authenticity. Whether you’re in brand marketing, field execution, or agency leadership, this episode offers a candid look at what modern experiential marketing actually requires to succeed.